A NASCAR sponsor pays a huge amount to their specific driver, making them a living billboard for their advertising. Every little movement, every action is closely monitored and sometimes controlled by the sponsors themselves. This leaves drivers with very little room to breathe, preventing them from responding to fans’ simplest requests, and leaving them dissatisfied and bitter towards the drivers they love. But one veteran has a simple request to solve this problem.
Rick Mast asks sponsors to let drivers have their own personalities
Rick Mast, who doesn’t like sponsors to decide everything for the pilot, said in the latest episode of Mast Stars podcast:
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“Send your driver outside, let him do some autographs. Don’t keep him chained behind closed doors; let him be himself. Let these drivers be more themselves. I don’t like it when sponsors attack drivers. The drivers are all heroes. Nothing wrong with these guys.
“We don’t know it because they’re so oppressed, but they’re limited in what they can say and do and how they present themselves. And I wish the sponsors would say, ‘All right, man. Just be yourself. You’re not going to embarrass us. Right?” Don’t sterilize them.
He spoke of a major problem. In today’s world, motorsport is all about brand identity. One small step can lead to a major change and bring down the entire market for a specific sponsor. Almost everyone remembers the time when Cristiano Ronaldo replaced the Coca-Cola bottle with plain water. This greatly damaged the value of the Coca-Cola brand. That day is long gone, but the fear lingers inside.
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Sponsors therefore try to limit their drivers as much as possible. They can only wear certain brands of clothing, drive certain cars, and hardly go out unless they seek sponsor approval for the specific location. These actions may seem harmless on paper and even justified, given the huge sum paid by sponsors. But ultimately, a driver only becomes a puppet when he obeys these orders.
Ricky Mast also pointed out the stark differences between today’s NASCAR stars and those of yesteryear, as the sport already suffers from a noticeable power gap unlike before.
“I understand the brand aspect. But you have to have faith. But they’re investing a lot of money. If they’re investing in sports, then we’re talking 6 to 7 figures. Sometimes it’s a lot of money. But letting these guys be who they are and have some personality is what’s going to be good for their brand. It’s going to work.”
“That’s how you had heroes back then. You had Dale Sr., a working-class hero, and Jeff Gordon, a little younger and flashier, on his opposite side, and then you had guys like Harry Gant, Rick Mast and Jimmy Spencer. Let people be who they are.”
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In motorsport, each driver has their own racing style. No two championships, nor two victories, nor even two rounds, can be the same in motorsport. It is therefore a question of promoting the style and not of falsifying it.
This is what sponsors need to understand and help drivers stand out more as heroes of today’s car culture.
Speaking of sponsors, how does the new lawsuit rule affect teams and their valuation in their market?
NASCAR Lawsuit Settlement Helps Teams Increase Value
The antitrust lawsuit between Motor sports at the forefront, 23XI Raceand NASCAR was settled for nearly $365 million, with the teams getting permanent charters. As such, the team’s valuations are expected to increase by $50 million, or even $90 million to $100 million, due to the lawsuit settlement.
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Former owner of Richard Petty Motor SportsAndrew Murstein, suggests that this situation is the best solution they could have asked for during this trial.
“A rising tide lifts all boats. This settlement is a clear example of that philosophy. By establishing a permanent charter system, much like the old taxi medallion system, NASCAR is ensuring long-term value for everyone involved. It’s truly a win-win scenario.”
“And when the value of franchises increases, which is natural because of that permanence, it benefits not only the teams but also NASCAR itself.”
If the valuation of the teams increases to such an extent, they will definitely attract more sponsors. More sponsors means more appeal for NASCAR itself. By attracting more attention, NASCAR will be able to attract more viewers and offset its losses. Each sponsor brings with them a new identity. The sport itself relies on special liveries and dedicated sponsorship deals, which have defined drivers and teams for many years.
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The growing valuation of permanent charter teams will encourage sponsors to invest in these franchises. This investment will help teams grow further and win more races, thereby increasing their performance. In this way, the sport will form a continuous feedback loop of growth. The antitrust lawsuit threatened to break NASCAR from the inside out. But ultimately, it provided the sport with a valuable tool moving forward.
